The talk I gave at Komedia in October 2014 in partnership with Bath Chronicle

1. #DownloadBat
h
@MrJonPayne

2. SOCIAL MEDIA FOR
#DownloadBat
h
@MrJonPayne
BUSINESS
#DownloadBath

3. CC

4. I’VE MADE ALL THE MISTAKES*
23 years in sales
16 years selling online
14 years running agencies
7 years in search & social marketing
*Nearly all.
#DownloadBath @MrJonPayne

5. YOU?
• Would prefer not to use it, but worry you lose out to savvy
competitor
• Someone is doing it for the business. You want actionable tips.
• Have set up a couple of accounts, dabbled. Pretty much
stopped
#DownloadBath @MrJonPayne

6. SOCIAL MEDIA ≠
GRUMPY CAT

7. CC
TIMELY MESSAGING

8. SPREADS EASILY

9. WHICH PLATFORMS?
#DownloadBat
h
@MrJonPayne

10. SPREADS EASILY
CC

11. SPREADS EASILY
Double bubble = social helping search ranking
#DownloadBath @MrJonPayne

12. #DownloadBath Google+, Facebook & Twitter help you dominate branded search @MrJonPayne

13. TOP TIER PLATFORMS
at least one of these
Recycle content for Google+
#DownloadBath @MrJonPayne

14. SECONDARY PLATFORMS
If you’re niche, hip, cool. Target Instagram or Vine.
LinkedIn isn’t easy to scale, it’s personal
#DownloadBath @MrJonPayne

15. GETTING THE RIGHT
#DownloadBat
h
@MrJonPayne
IMAGE FOR YOUR
BRAND
Before you start

16. #DownloadBath Who are your audience? @MrJonPayne

17. @MrJonPayne
WHAT DO YOU WANT FROM
SOCIAL MEDIA?
• Community?
• Customer service?
• Brand awareness?
• Sales?
The first two are relatively easy to measure, the last two are hard
to measure. Doing any of them requires effort.
#DownloadBath

18. WHAT DOES YOUR AUDIENCE WANT?
Joanna - 48
Linda - 35
Chief Executive Marketing Assistant / PA
Dan - 43
Managing Director
#DownloadBath @MrJonPayne
Create detailed personae – it’ll help you understand what to post
and when

19. GET PLANNING - SCHEDULED FUN
Hubspot Editorial Calendar
#DownloadBath @MrJonPayne

20. https://twitter.twimg.com/OwnTheMoment
#DownloadBath @MrJonPayne

21. HOW WILL YOU HANDLE
NEGATIVITY?
#DownloadBath DON’T FEED THE TROLLS. Fix only what you can fix. BE HUMAN @MrJonPayne

22. WOT DUZ DAT MEAN FYR
STYLEZ, BRUV?
#DownloadBath Izzit? @MrJonPayne

23. SOCIAL MEDIA STYLE GUIDE
• What does the business want from social media?
• Who are the audience?
• What do the audience want?
• Who do they trust?
• What do they read online?
• What does that mean for my writing style?
• Who is empowered to do this?
Take ½ a day to do this. It’ll make your marketing team or your
agency do a better job
#DownloadBath @MrJonPayne

24. ENGAGE
THE BASICS
#DownloadBath @MrJonPayne

27. SEXY
@MrJonPayne

28. #DownloadBath Schedule your posts, keep pics big and maintain editorial sign off, @MrJonPayne
use BufferApp

29. #DownloadBat
h
@MrJonPayne
ENGAGE
ON FACEBOOK

30. #DownloadBath No engagement = bad for platform, bad for your brand. @MrJonPayne
Patronising pro tip: Use images & pay for advertising.

31. #DownloadBath @MrJonPayne
Much better! People ♥ pictures

32. #DownloadBath The social platforms want people to keep coming back. Your @MrJonPayne
content needs to encourage this like these posts.

33. THINK MOBILE.
THNK TIMING.
Tie your brand / product or
service to something that has
plenty of PR already. Use some of
their juice.
#DownloadBath 94 likes, 9 comments, 12 shares @MrJonPayne

34. COMPETITIONS
Minimal barrier to entry – ask for
comment.
You’ll need a comment to be able
to respond to the winner.
#DownloadBath Don’t ask for shares, this is currently against Facebook T&Cs @MrJonPayne

35. #DownloadBath Truffle Shuffle on Facebook @MrJonPayne

36. #DownloadBath Truffle Shuffle on Facebook @MrJonPayne

37. #DownloadBath Truffle Shuffle on Facebook @MrJonPayne

38. NOT ALWAYS AS IT SEEMS
#DownloadBath @MrJonPayne

39. FACEBOOK TIPS
• Keep your messages short and sweet
• Use pictures / video for engagement
• Ask people to do something ‘Share if you love..’
• Make it personal
• It’s not about followers
#DownloadBath @MrJonPayne
© Aaron Stidwell

40. #DownloadBat
h
@MrJonPayne
ENGAGE
ON TWITTER

41. #DownloadBath Share video, image content… resize images! @MrJonPayne

42. #DownloadBath Pin important tweets. Use Hashtags sparingly, @ useful @MrJonPayne
accounts sparingly, tag photos to save space & get RTs

43. #DownloadBath Search Bios for influencers with the Twitter desktop app, @MrJonPayne
Just Unfollow and / or FollowerWonk

44. #DownloadBath Monitor mentions of your brand, competitor brands or @MrJonPayne
relevant phrases + geocode for prospecting / outreach

45. #DownloadBath WIN! @MrJonPayne

46. TWITTER ANALYTICS
#DownloadBath @MrJonPayne

47. TWITTER TIPS
• Clear CTA ‘Click Here’
• Use Urgency ‘Right Now’
• Use Pictures & resize your images
• Comment don’t just RT
• Share your message more than once
#DownloadBath @MrJonPayne
© Aaron Stidwell

48. #DownloadBat
h
@MrJonPayne
ENGAGE
ON PINTEREST

49. PINTEREST
#DownloadBath @MrJonPayne

50. #DownloadBath @MrJonPayne © BellaFaye Garden

51. According to Piqora:
70% of the clicks happen
within first 2 days
#DownloadBath @MrJonPayne

52. WHAT WORKS
#DownloadBath @MrJonPayne

53. #DownloadBath @MrJonPayne

54. #DownloadBath @MrJonPayne

55. #DownloadBath @MrJonPayne

57. #DownloadBath @MrJonPayne

58. SECRET BOARDS
Keep em secret until they’re full or for planning in house stuff
#DownloadBath @MrJonPayne

59. #DownloadBath @MrJonPayne

60. http://business.pinterest.com/sites/business/files/best_practices_
en.pdf

61. PINTEREST TIPS
• Use attractive & engaging images
• Write optimised descriptions for your pins
• Think about trends
• A mix of your pins and others
• Use secret boards to inspire
• Tell your story
#DownloadBath @MrJonPayne
© Aaron Stidwell

62. #DownloadBat
h
@MrJonPayne
ENGAGE
ON GOOGLE+

63. SMASHING IT ON THE GOOGLE+
#DownloadBath @MrJonPayne
100,000 + views from Google / Google maps

64. SMASHING IT ON THE GOOGLE+
#DownloadBath @MrJonPayne

65. SMASHING IT ON THE GOOGLE+
#DownloadBath @MrJonPayne
It’s tough to do, but get it right and you should reap search
rankings too
Example posts…

66. GOOGLE+ TIPS
• Verify location(s) – postcard method
• Verify website – rel publisher code
• If you’re posting anywhere else
recycle for Google+
• GET REVIEWS!
#DownloadBath @MrJonPayne
© Aaron Stidwell

67. ENGAGE
MORE
#DownloadBath @MrJonPayne

69. THINK MOBILE.
I paid for this bit
THNK TIMING.
#DownloadBat
h
Tie your brand / product or
service to something that has
plenty of PR already. Use some of
their juice.
94 likes, 9 comments, 12 shares @MrJonPayne

70. THINK MOBILE.
THNK TIMING.
#DownloadBat
h
Free postcards
Tie your brand / product or
Proper job
service to something handwritten that label
has
plenty of PR already. on a MOOMIN!
Use some of
their juice.
Hand tied ribbon
on this
“handwritten” note
94 likes, 9 comments, 12 shares @MrJonPayne
Social nudges

71. #DownloadBath Be nice IRL! @MrJonPayne

72. http://moz.com/blog/meta-data-templates-123
#DownloadBath @MrJonPayne

73. #DownloadBat
h
@MrJonPayne
CONVERTING
FOLLOWERS INTO
CUSTOMERS
IS HARD TO DO
AND HARDER TO MEASURE

75. #DownloadBath Monitor mentions of your brand, competitor brands or @MrJonPayne
relevant phrases + geocode for prospecting / outreach

76. KNOWLEDGE GRAPH
Millward Brown 2014
PEOPLE
USE
PHONES
FOR
SOCIAL

77. GET A RESPONSIVE SITE
#DownloadBath http://wordpress.org/ @MrJonPayne
http://yoast.com/wordpress/seo/

78. SORT YOUR CALLS TO ACTION
#DownloadBath Don’t use ‘submit’, make them look like buttons, keep it simple & @MrJonPayne
contrasting

79. SORT YOUR CALLS TO ACTION
#DownloadBath What are the secondary calls? @MrJonPayne

80. SQUINT
#DownloadBath Can you still see the important stuff? @MrJonPayne

81. MONITOR . MEASURE . IMPROVE
#DownloadBath @MrJonPayne

82. #DownloadBath @MrJonPayne

83. #DownloadBath @MrJonPayne

84. HOW MUCH CAN I DO
#DownloadBat
h
@MrJonPayne
MYSELF?

85. #DownloadBath Do one thing well @MrJonPayne

86. TOP TIER PLATFORMS
Consumer Sales
Pinterest is particularly wonderful for craft, fashion, cooking,
visual stuff. Facebook good for sites with a physical location
#DownloadBath @MrJonPayne

87. TOP TIER PLATFORMS
Business Sales
I’d lean more towards Twitter. Good for outreach to influencers
and customers in the B2B sector
#DownloadBath @MrJonPayne

88. CAN YOU MAKE TIME?
• 1 article / blog post per week
• 1 update per day (on each of your chosen channels)
• Quality work of that scope takes 5-7 hours per week
#DownloadBath @MrJonPayne

89. @MrJonPayne
@BathChron